I’ve started doing some mini website audits on my Instagram stories, and people love seeing the quick website tips. So, I wanted to do a bit further of a website audit and take a dive into some influencer’s websites! It’s not nearly as in-depth as what I do with clients, but I’ll still be taking a look at SEO, content, design, and their online presence.
There are plenty of online personal trainers – but not all do both the training AND the business side well. I stumbled across Annie Miller of Fit Design by Annie on Instagram a few months ago, and have loved learning from her! Her tips are so practical, her wit is on point, and I love how she runs her business. So, let’s dive in!
Website Design Strengths and Weakness
I’ve seen plenty of websites from those in the fitness industry, and Annie’s is one of the best. Overall, her website design is very clean and concise. Her visuals are cohesive, and it all feels like it belongs together.
Strength: Cohesive Aesthetic
I’ve seen plenty of websites from those in the fitness industry, and Annie’s is one of the best. Overall, her website design is very clean and concise. Her visuals are cohesive, and it all feels like it belongs together. She’s not adding unnecessary content or clutter.
- Home: Simple, clean, clearly directing people where to go.
- About: Perfection. Just the right length, and ties together her history, experience, and personal info nicely.
Strength: Guiding Potential Clients
Annie’s programs are outlined very clearly. So many websites take paragraph after paragraph trying to describe their service, and lose potential clients in the process. With a mix of the simple design and short text, she’s clearly defining who her products are for – this is key so that your potential clients know if you are a good fit, and if you are, which service/product.
- Programs: Simple design, clearly defining who her products are for – this is key so that your potential clients know if you are a good fit, and if you are, which service/product.
- Supplements: Not overwhelming, and she shares the benefits of the product and why she likes this product.
Tip: On a somewhat related note, while we’re talking about clients… because clients mean money… something that a lot of people are missing from their website is Privacy Policies and a GDPR compliance cookie announcement. This has nothing to do with design or content, but still important to protect yourself if you are collecting emails or payment! (I use The Contract Shop for all things legal. #afflink)
Weakness: Too Many Fonts
If you’ve watched any of my videos or follow me on Instagram, you know I’m a stickler about fonts. I always recommend using 2-3 fonts on a website, but never more than one serif font or one sans-serif font. Annie is using two different sans-serif fonts in a few spots, and some fonts are all-capital when they don’t need to be. (Most people might not even notice this, but I’m a font nerd, so….)
Weakness: Home Page Banner
I know, I know – I listed Home as one of the strength points above. But, there is a quick detail that I would change: her banner. The banner images are really large, and on my laptop, most of the photos are cut-off so I’m getting tops of trees or part of a body. It used to be really trendy to have rotating images, but nowadays, they’re not as effective. I always say to leave ‘welcome’ off a website, so instead, I would change the banner description could be clearer, like ‘train in the gym’ or something more fitness related.
>> p.s. – I have a new video about how to make the best home page for your website!
SEO Strengths and Weakness
I wanted to take a look into Annie’s SEO – I have no idea if she cares about her SEO or has put effort into it, but we’re looking into it anyway. I always think of SEO as free marketing! Why not take a few extra minutes to optimize content and potentially show up in front of more clients?
Strength: Content Ranking
Between two different keyword research tools, there are three phrases that Annie ranks for in the first 15 results:
- 20 day challenge
- How often should you train legs
- Personalized online training
But, there are other keywords and phrases that she’s ranking for, just lower in the ranks:
- Does everyone have cellulite?
- Tabata lower body workout
- Dumbbell complex workout
- How to build your glutes
- Quadzilla exercise
- Upper body beach workout
- Deadlift steps
Like I tell clients all the time, CONTENT is a great way to boost your SEO. Add all the keywords you want, but when you make specific content that is on-brand, that can help the most, even if you’re not trying to boost your SEO!
Tip: Knowing these are Annie’s top phrases and keywords that is sending her traffic, she could optimize these pages and posts. For instance, since the 20 day challenge is driving so much traffic, but it’s an old challenge… she could make changes to the page. Instead of leaving the entire page with all the challenge info as-is, it could be “Hey, you missed the challenge!” at the top, and then driving people to something else after that.
Weakness: Low Backlinks
My SEO audit showed Annie only has three backlinks (well, four, now that this post is live). A backlink is just what it sounds like: a link on a separate website that links back to your website.
Backlinks can be really helpful with your SEO because it’s similar to that philosophy that you’re the average of the five people you spend the most time with. When there are more backlinks to your website from other reputable websites, it can be really beneficial.
Tip: Think about colleagues or industry websites that you could contribute to, or even podcasts that you could speak on. If you feel like you’ve “been” every where you can be online, sign up for HARO. This will open your eyes to new opportunities! HARO is how I was able to snag a feature in Glamour!
Social Media Strengths and Weakness
Strength: Instagram Schedule
Annie is super consistent on Instagram! She posts frequently on her feed and Stories, and has high engagement on her posts. She’s consistently posting fitness tips and insight to help educate and relate to her audience.
But, on top of that, Annie also incorporates her own humor and personality in her posts! Like I said at the beginning of the post, there are plenty of online personal trainers – but Annie stands out by really connecting with her audience.
Weakness: Lack of Design Consistency
Just like I mentioned on the website design, consistency is important too, even with social media posts. Every touch point with your brand should be on-brand. Annie doesn’t post many graphics on social media (which is totally fine), but when she does, they aren’t always the same fonts, some don’t have her logo, etc.
Lesson of the day: You don’t have to be perfect to be successful.
Annie has a solid online presence with a professional website, some decent SEO, and a strong Instagram following. Are there things she could improve upon? Yes, but we all have things we could improve! She doesn’t need an overhaul. Annie’s website is the perfect example of why I offer website audits, because there are always things you can fine-tune!